Cadillac To Take On The Big Boys And First To Go Down Is Lexus - Do They Stand A Chance?

General Motors Co. having regained global sales leadership from Toyota Motor Corp., is planning new Cadillac models to more than double sales and surpass the Japanese automaker’s Lexus brand as the No. 4 luxury line.

Chief Executive Officer Dan Akerson is pushing the Detroit- based automaker to turn Cadillac into a global player with the scale to better compete with German leaders Bayerische Motoren Werke AG (BMW)’s BMW, Volkswagen AG (VOW)’s Audi and Daimler AG (DAI)’s Mercedes- Benz. Within 10 years, GM wants to be solidly in the fourth spot currently held by Lexus, said a person familiar with plan.

“We are working on more new Cadillacs than at any point in the brand’s history,” Don Butler, GM vice president for Cadillac marketing, said earlier this month in an interview in Chicago. “We’re constantly talking about what’s the best way to become this global player.”

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Agent009 - 3/2/2012 4:12:10 PM

+1 Boost

So Caddy is now sporty and Lexus is ...for who? Never thought I see the day Caddy would be sporty.

Designer1 - 3/2/2012 4:10:23 PM

+4 Boost

Absolutely not, but I need to know one thing about this new ATS. It's even smaller than the CTS, so isn't it targeting the BMW 1 series?

FromThePassengerSeat - 3/3/2012 1:40:28 AM

+5 Boost

The CTS fits in between the "midsize" (5-series) and relatively small (3-series) sets of luxury cars. The ATS is a 3-series competitor, being smaller.

PUGPROUD - 3/2/2012 4:35:31 PM

+3 Boost

GM presently selling on price and discounts...it cannot last unless corporate culture gains integrity, staying power and reforms customer service policies which currently are deaf and arrogant.

PLAY - 3/2/2012 6:42:42 PM

+1 Boost

Why not? They have drastically increased efficiency and profitability.

pchera01 - 3/2/2012 5:15:09 PM

+2 Boost

Caddy cars and trucks are great, but still they lacks something...

g2ok - 3/2/2012 6:02:18 PM

+2 Boost

I remember the big ones from the 70's. Those were so cool. Made you feel like a President.

ZondaF09 - 3/2/2012 9:50:37 PM

-2 Boost

Caddy has a long way to go. Personally I don't think they will ever get up there, especially since they keep using Chevy and Buick platforms. All Chevy's, Buick's and Cadillac's are essentially the same car and the buyers know this. Besides, they shouldn't rush into the luxury field making cars that have no purpose. There profitability is okay but not that good. The Treasury Department still holds Shares of GM and do not intend on selling them because they feel confidence in the Brand is not high enough to yield major returns.

85bmw745i - 3/3/2012 11:03:27 PM

+3 Boost

what GM cars are the CTS and STS shared with? those are RWD cars, all the rest of the buicks and GM cars are FWD except for the camaro.

FromThePassengerSeat - 3/4/2012 2:13:49 PM

+1 Boost

Don't forget, there are also a few RWD Holdens out there.

knowitall1985 - 3/3/2012 11:30:31 AM

+1 Boost

Ha ha ha ha he he he he.....

wac77 - 3/4/2012 4:43:32 PM

+3 Boost

They could displace Lexus from #4 worldwide, but not the Germans. If you look at Audi, BMW aand MB line ups, they have too many models in categories in which Cadillac does not compete (and will probably never do). Main example are hatchbacks (A1-A3, 1-series, A/B-class), which are quite popular in many places (other than the US). Also, where are Cadillac roadsters, convertibles, 4-dr coupes, etc? Too many niches uncovered.

ThierryHenry14 - 3/5/2012 9:37:05 AM

+1 Boost

Personally, I think the GM should spin Cadillac into its own company, with nothing associated with the troubled, and sometimes troublesome GM corporate brand. They should spin the Cadillac name into its own niche/coach entity.

And stop the ridiculous marketing antics. Nobody cares if Ferrari borrows anything from Cadillac. Its never going to be compared to a Ferrari. And get rid of that stupid commercial guy with the "aggressive" tone in the commercial. Its annoying.

Consumer sentiments on Cadillac is that its a brand for older generation. Furthermore, the whole "Americanism" marketing strategy turns people off around the world. Make it more neutral than the in your face I'm American and I'm proud of it. It doesnt even work in America.

Finally, diversify... You have large sedans and a few SUVs. That just doesnt do it. Its product line up is utter fail, at the current moment. Materials/fit and finish... FAILED... Its all in the culture, and as mentioned above, it starts with spinning Cadillac into its own brand, unassociated with GM, so the parts and all are not shared...

My two cents...